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Understanding travel and leisure behavior

Introduction

'Understanding tourism habit involves knowledge of factors that are in no way obvious because the influences that shape tourism preferences and activities tend to be so deeply inserted in the individual's personal and ethnic biography that the subject is unaware of how these were formed'. (Seaton, 1996)

This statement models part of world of this research and it was a starting point for the final subject to be shaped. Tourism behavior has been researched carefully and many conclusions have been come to regarding the main factors that have an impact on tourist's decision-making. Decision-making about areas is a quite risk process because of the proven fact that in this type of purchase the buyers (potential vacationers) cannot see the product before they purchase it. Regarding to most consumer behaviour books, consumer behaviour is a function of two basic factors: a. ) Social affects, b. ) Personal attributes. Social affects include culture and subculture, public class, reference categories and influential's, role and family influence, while personal qualities entail personality, learning, inspiration, perception and attitudes.

Since, as mentioned above, the tourism products are intangible and can't be observed from the traveler before they purchase them, prior communication offers them the information that they need and creates images, matching to that they take decisions. More specifically, about the information in the tourism decision-making, as Seaton (1996) suggests they could be split into four main categories: a. ) Commercially provided information, b. ) Non-commercially provided information, c. ) In person provided information, d. ) Impersonally provided (advertising) sources. The very last category consists of travel programmes, newspapers travel pages, guide catalogs e. t. c.

However, complete personal research and research in every these types of influences proved that the impact of television set on tourism decision-making has actually not been significantly analyzed before. Given the value that the multimedia have inside our lives, their ability and the fact that nowadays everyone get access to them, and specially with tv, it was quite impressive to observe that the analysis of this effect is very slim. Thus the explanation of the slim give attention to the television set was that it would be of some value to analyze the impact of tv travel and tourism programmes about vacation spots on tourists decision-making about destinations. With these at heart, the aim and goals of the research are:

Aim: To evaluate the impact of tv set travel programmes on potential travellers on choosing a travel and leisure destination.

Objectives:

  • To measure if and exactly how much is the influence of travel programmes about decisions on tourist destinations on consumer
  • To check if travel programs are perceived as an helpful tool or just entertainment
  • To analyse just how that consumers perceive what they are discovering on these travelling programmes.

According to Malhotra and Birks (2006) the formulation of the marketing aims can encompass two areas: organizational goals and personal targets of the decision-maker. For a study project be successful, it must serve the targets of the organization and of the decision-maker. With these targets it will be possible to comprehend if the Television tourism programmes really exerts effect on the consumers in the forex market.

The long-term goal is to boost knowledge, to expose more questions which could probably be responded to in the foreseeable future and to realize concerns about certain things that could be further resolved or examined by more work in the foreseeable future regarding this field.

There are extensive influences from a number of different sources in the environment that have a direct effect on the tourist's decisions about holiday break. However, research seems to be inconclusive about the medium that is most successful at persuading an audience towards a potential travel and leisure vacation spot. Consumers can be damaged through several affects of the surroundings, such as social conversations with friends and family, advertisements, television set, press, brochures and internet.

On the same subject area an extremely interesting research has been made that compares the consequences of advertising to promotion for marketing a tourism destination. This is an essential research as well because of the inconclusive results reported by previous evaluation studies of advertising and promotion in the general current market. This research indicated that publicity is an important component in the marketing combine and that publicity messages have better reliability than advertising and it suggests that publicity could be more effective than advertising for promoting tourism destinations.

Of all information options mentioned, non-mediated one-on-one personal information writing is often cited as the utmost persuasive (Kotler, 1993). This category entails person to person discussions among friends and family. Nonetheless it is very difficult for marketers to effect this type of personal information sources as they cannot get involved in this type of interpersonal connection. Consequently, they have to focus their efforts on other communication tools in order them to persuade potential prospects to get one of these product, in this case a destination.

Thus, travel and leisure organizations often count on publicity as a communication device to be able to plan an audience. However, it continues to be unclear if this product works well at persuading potential tourists to visit a particular destination, what their attitude is towards vacation spot travel programmes and what their notion is as it pertains to these programmes. Even though many national holiday planks in their annual reports record the amount of media where they may have achieved exposure, the quantity of exposure in television is inefficient sign of success and further research and analysis is necessary to determinate the impact of the tv set travel programs on the tourists.

But even thus tv has an enormous audience do visitors really "view" tv set, or do they utilize it as background noise or a "babysitter" for his or her children? Do they check out it sometimes, or instead make use of it for security when nobody is at home? (Kaufman and Street 1994) There is absolutely no concrete shows if even with all the exposition the television, plus more specifically the travel programmes, performs an important role on the decision- making on potential holidaymakers when they are deciding a destination. The advertisings and the television set programs can be regarded as just a basically entertainment and not as an extremely beneficial tool.

This research makes an attempt to judge the perceptions and attitudes of vacationers towards travel programs about destinations contained in the British television and what the effects of these programmes are when it comes to destination decision-making, message approval and communication response. The most important factors that are analyzed in this research are communication strength, attitude toward the vacation spot, perception towards vacation spot travelling programmes, trustworthiness and reliability, and buy intent.

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